American Express Co.'s new advertising campaign is designed to reflect cardholders' attitudes about the economy, according to Deborah Curtis, a vice president of advertising at the New York financial company.
"We started out by really looking at the environment and the economy and seeing how it has impacted the consumer mind-set — how they spend, how much, how they evaluate payment tools — and we wanted to really convey the certainty and relevance of why a charge card is as smart a choice now as ever before," Curtis said in an interview.
The campaign's first television commercials aired Saturday during the U.S. Open tennis tournament. It also includes print advertisements.
The ads compare the security and reward offers of Amex charge cards with other payment products.